A MUSICAL VOYAGE - Royal Australian Navy

- 28 - Information for

- 28 - Information for the environmental scanning system is gathered by qualitative research 46 conducted by the stockholder and which is available in planning resources documents such as Plan Green and the Maritime Command Communications Strategy. Currently, the band’s MIS is incomplete as few detachments have recognised the national imperatives for keeping, reporting, and disseminating this information. Nonetheless, this primary data 47 should be used to support and make future investment decisions; 48 for example, by allocating scarce resources (financial, equipment and personnel) based on the achievement and outcomes of individual detachments. Survey Design Methodology Navy engages private consultants to conduct qualitative research, with the focus group 49 often being used. This research technique is used to determine the in-depth, underlying reasons and motivations driving community attitudes towards Navy and the results are incorporate in this document Self-completion surveys are used by the Sydney detachment to measure: • levels of external customer satisfaction and to sample audience demographics, and • levels of internal satisfaction and team characteristics. An advantage of these types of survey is that they are not expensive, are free of interviewer bias, and are anonymous. These surveys should be used by all detachments and analysed, along with quantitative data from the internal reporting system, with the results used to evaluate performance outcomes and to tailor products that meet specific customer needs. Recommendation No 16: Widen the band’s market research objects to include stakeholder satisfaction. Recommendation No 17: Include external customer surveys and internal climate surveys (which measure workplace satisfaction and team characteristics) in the band’s marketing research system. SUMMARY OF RECOMMENDATIONS • Implement a customer model that recognises the needs of the owners, the stockholders, and the stakeholders. • Develop a mission that aligns directly with the Maritime Command Goal No 4. • Implement a demographically targeted and localised recruitment strategy. • Increase in the band’s operational tempo in Sydney and Melbourne. • Revise the band’s cultural value statements to include a credo. • Revise the band’s Human Resource Management Plan and include it as a key component in the Business Planning Process. • Review the organisational structure and design purpose statements that clearly set out the role for each detachment and which fits the proposed segmentation policy. 46 ibid, p 192. 47 ibid, p 181. 48 Investment decisions involve the allocation of major resources of a firm. See McColl-Kennedy et al, op.cit., p. 162. 49 ibid, p. 193 RoyalAustralianNavy Band: A Musical Voyage

Bibliography - 29 - • Review the billet structure and requirements of each reserve detachment to ensure on-going sustainability. • Resource detachments to meet revised capabilities. In particular, develop instrumentation lists, which match the purpose statements for each detachment. • Develop and implement a national marketing plan. • Updated the band’s promotional efforts to standards that reflect a world class organisation and include: • annual recordings, which demonstrate product quality and diversity, to be distributed free of charge through national and community libraries, secondary colleges, and commercial and community radio stations; • a newsletter to inform the wider community and current audiences of its activities; • a professionally produced brochure which annunciates the bands role and values; and • a national mailing list and website. • Continue the band’s national radio exposure through association with ABC Classic FM, and by seeking a higher level of exposure in community radio networks. • Promulgate all tasks of national or international importance as benchmark activities, and resource them to standards that are consistent with world class standards. • Promote Brand Navy by taking control of our image, improving our reputation and presenting ourselves as professionals. • Conduct a thorough training review, which examines category training liability, course design, and course content. • Widen the band’s market research objects to include stakeholder satisfaction. • Include external customer surveys and internal climate surveys in the band’s marketing research system. Besanko D., Dranove D., and Shanley M. 2000, 2nd Ed. Economics of Strategy, John Wiley & Sons, Inc. Bessen, J. (1993) ‘Riding the marketing information wave’, Harvard Business Review, September-October. Constantin, J.A., Evans R.E. & Morris M.L (1976) Marketing, Strategy & Management, Business Publication Inc. Craig Smith, N. (1995) ‘Marketing strategies for the ethics era’, Sloan Management Review, Summer. Houston, F.S. (1986) ‘The Marketing concept: What it is and what it is not’, Journal of Marketing, Vol. 50, April. McColl-Kennedy, J.R. & Kiel, G.C. (2000) Marketing: A Strategic Approach, Melbourne: Nelson ITP. Maritime Command Strategic Plan Navy Plan Green 2001-2001 Neal, Quester & Hawkins (2002) Consumer Behaviour: Implications for Marketing Strategy, 3 rd Ed., McGraw-Hill, Australia. QUT GSN408 (2000) Study Guide. Williamson, Oliver. 1996. The Mechanisms of Governance, Oxford University Press, Inc RoyalAustralianNavy Band: A Musical Voyage